Diving into your happy meal: a dialogical adventure in a sea of signs

Detalhes bibliográficos
Autor(a) principal: Scheidegger, Paulo Henrique Bonfim
Data de Publicação: 2024
Outros Autores: Ferreguett, Cristhiane
Tipo de documento: Artigo
Idioma: por
Título da fonte: Travessias (Cascavel. Online)
Texto Completo: https://e-revista.unioeste.br/index.php/travessias/article/view/31745
Resumo: This article is the result of an undergraduate research developed during the under graduation course in Language and Arts between 2021 and 2022, at the University of State of Bahia (UNEB). It aimed discursively analyze a Happy Meal commercial produced by McDonalds, distributed via McDonald’s Brasil YouTube channel in the first semester of 2021. It observed the construction of the advertising discourse directed to children’s audience. The methodology used to analyze the verb-visual texts present in the campaign followed the theoretical contributions of Bakhtin Circle (2018), as well as the analytical-methodological scheme elaborated by Ferreguett (2014). In addition, it also discussed concepts such as cyber childhood (Levin, 2007; Girão, 2018) and consumerism (Bauman, 2008). From the analysis, it concluded that the McDonald’s marketing team is not only watchful on the children’s interests, as also they are attentive on discursive elements like interaction, enunciation and semiotics, for example, and by that, they can compose their advertising. This research discovered that there is a tendency from McDonald’s in reducing the commercial’s video long time without losing the acceptance of the exhibited content.
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spelling Diving into your happy meal: a dialogical adventure in a sea of signsMergulhando no McLanche Feliz: uma aventura dialógica em um mar de signosBakhtinAdvertising discourseHappy MealCyber-childhoodBakhtinDiscurso publicitárioCyber-infânciaMcLanche FelizThis article is the result of an undergraduate research developed during the under graduation course in Language and Arts between 2021 and 2022, at the University of State of Bahia (UNEB). It aimed discursively analyze a Happy Meal commercial produced by McDonalds, distributed via McDonald’s Brasil YouTube channel in the first semester of 2021. It observed the construction of the advertising discourse directed to children’s audience. The methodology used to analyze the verb-visual texts present in the campaign followed the theoretical contributions of Bakhtin Circle (2018), as well as the analytical-methodological scheme elaborated by Ferreguett (2014). In addition, it also discussed concepts such as cyber childhood (Levin, 2007; Girão, 2018) and consumerism (Bauman, 2008). From the analysis, it concluded that the McDonald’s marketing team is not only watchful on the children’s interests, as also they are attentive on discursive elements like interaction, enunciation and semiotics, for example, and by that, they can compose their advertising. This research discovered that there is a tendency from McDonald’s in reducing the commercial’s video long time without losing the acceptance of the exhibited content.Este artigo é fruto de uma pesquisa de Iniciação Científica – IC, desenvolvida durante o curso de graduação em Letras Inglês, nos anos de 2021 e 2022, na Universidade do Estado da Bahia - UNEB. Objetivou-se com esta pesquisa analisar discursivamente uma campanha publicitária do Mc Lanche Feliz, da Rede McDonald’s, divulgada através do canal McDonald’s Brasil, via plataforma Youtube, no primeiro semestre de dois mil e vinte e um. Para isso, observou-se a construção do discurso publicitário voltado para o público infantil utilizado na campanha Mergulhando no McLanche Feliz (2021). A metodologia adotada para a análise dos enunciados verbo-visuais presentes na campanha seguiu os postulados teóricos do Círculo de Bakhtin (2018), bem como o esquema analítico-metodológico elaborado por Ferreguett (2014). Além disso, discutiu-se também os conceitos de cyber-infância (Levin, 2007; Girão, 2018) e consumismo (Bauman, 2008). A partir das análises, concluiu-se que a equipe de marketing do McLanche Feliz está atenta não apenas ao universo das crianças, como também a elementos discursivos como a interação, a enunciação e a semiótica na composição de sua propaganda. Descobriu-se também que há uma tendência da empresa na redução do tempo de duração do vídeo comercial sem que ocorra perda de aceitabilidade do conteúdo exibido.Unioeste2024-03-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://e-revista.unioeste.br/index.php/travessias/article/view/3174510.48075/rt.v18i1.31745Travessias; Vol. 18 No. 1 (2024); e31745Travessias; Vol. 18 Núm. 1 (2024); e31745Travessias; v. 18 n. 1 (2024); e317451982-5935reponame:Travessias (Cascavel. Online)instname:Universidade Estadual do Oeste do Paraná (UNIOESTE)instacron:Unioesteporhttps://e-revista.unioeste.br/index.php/travessias/article/view/31745/23009Copyright (c) 2024 Autores mantêm os direitos autorais e concedem à revista o direito de primeira publicação, com o trabalho simultaneamente licenciado sob CC-BY-NC-SA 4.0 que permite o compartilhamento do trabalho com indicação da autoria e publicação inicial nesta revistahttps://creativecommons.org/licenses/by-nc-sa/4.0info:eu-repo/semantics/openAccessScheidegger, Paulo Henrique BonfimFerreguett, Cristhiane2024-05-03T12:28:12Zoai:ojs.e-revista.unioeste.br:article/31745Revistahttps://e-revista.unioeste.br/index.php/travessiasPUBhttps://e-revista.unioeste.br/index.php/travessias/oairevista.travessias@unioeste.br1982-59351982-5935opendoar:2024-05-03T12:28:12Travessias (Cascavel. Online) - Universidade Estadual do Oeste do Paraná (UNIOESTE)false
dc.title.none.fl_str_mv Diving into your happy meal: a dialogical adventure in a sea of signs
Mergulhando no McLanche Feliz: uma aventura dialógica em um mar de signos
title Diving into your happy meal: a dialogical adventure in a sea of signs
spellingShingle Diving into your happy meal: a dialogical adventure in a sea of signs
Scheidegger, Paulo Henrique Bonfim
Bakhtin
Advertising discourse
Happy Meal
Cyber-childhood
Bakhtin
Discurso publicitário
Cyber-infância
McLanche Feliz
title_short Diving into your happy meal: a dialogical adventure in a sea of signs
title_full Diving into your happy meal: a dialogical adventure in a sea of signs
title_fullStr Diving into your happy meal: a dialogical adventure in a sea of signs
title_full_unstemmed Diving into your happy meal: a dialogical adventure in a sea of signs
title_sort Diving into your happy meal: a dialogical adventure in a sea of signs
author Scheidegger, Paulo Henrique Bonfim
author_facet Scheidegger, Paulo Henrique Bonfim
Ferreguett, Cristhiane
author_role author
author2 Ferreguett, Cristhiane
author2_role author
dc.contributor.author.fl_str_mv Scheidegger, Paulo Henrique Bonfim
Ferreguett, Cristhiane
dc.subject.por.fl_str_mv Bakhtin
Advertising discourse
Happy Meal
Cyber-childhood
Bakhtin
Discurso publicitário
Cyber-infância
McLanche Feliz
topic Bakhtin
Advertising discourse
Happy Meal
Cyber-childhood
Bakhtin
Discurso publicitário
Cyber-infância
McLanche Feliz
description This article is the result of an undergraduate research developed during the under graduation course in Language and Arts between 2021 and 2022, at the University of State of Bahia (UNEB). It aimed discursively analyze a Happy Meal commercial produced by McDonalds, distributed via McDonald’s Brasil YouTube channel in the first semester of 2021. It observed the construction of the advertising discourse directed to children’s audience. The methodology used to analyze the verb-visual texts present in the campaign followed the theoretical contributions of Bakhtin Circle (2018), as well as the analytical-methodological scheme elaborated by Ferreguett (2014). In addition, it also discussed concepts such as cyber childhood (Levin, 2007; Girão, 2018) and consumerism (Bauman, 2008). From the analysis, it concluded that the McDonald’s marketing team is not only watchful on the children’s interests, as also they are attentive on discursive elements like interaction, enunciation and semiotics, for example, and by that, they can compose their advertising. This research discovered that there is a tendency from McDonald’s in reducing the commercial’s video long time without losing the acceptance of the exhibited content.
publishDate 2024
dc.date.none.fl_str_mv 2024-03-01
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://e-revista.unioeste.br/index.php/travessias/article/view/31745
10.48075/rt.v18i1.31745
url https://e-revista.unioeste.br/index.php/travessias/article/view/31745
identifier_str_mv 10.48075/rt.v18i1.31745
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://e-revista.unioeste.br/index.php/travessias/article/view/31745/23009
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info:eu-repo/semantics/openAccess
rights_invalid_str_mv https://creativecommons.org/licenses/by-nc-sa/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Unioeste
publisher.none.fl_str_mv Unioeste
dc.source.none.fl_str_mv Travessias; Vol. 18 No. 1 (2024); e31745
Travessias; Vol. 18 Núm. 1 (2024); e31745
Travessias; v. 18 n. 1 (2024); e31745
1982-5935
reponame:Travessias (Cascavel. Online)
instname:Universidade Estadual do Oeste do Paraná (UNIOESTE)
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instname_str Universidade Estadual do Oeste do Paraná (UNIOESTE)
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reponame_str Travessias (Cascavel. Online)
collection Travessias (Cascavel. Online)
repository.name.fl_str_mv Travessias (Cascavel. Online) - Universidade Estadual do Oeste do Paraná (UNIOESTE)
repository.mail.fl_str_mv revista.travessias@unioeste.br
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